index_img1.gif Alan Warde: Sustainability policy that is focussed on steering the consumer via education and information is unlikely to succeed
(1) & (2) Consumers often do not have enough knowledge to make efficiently sustainable purchasing decisions An individual's behaviour is unlikely to change throughout all or the most important dimensions of consumption What other solutions are likely to succeed?
This keynote provides an introduction to the state of the art of sociology of consumption. Warde questioned the rationality of consumer behaviour and discussed the question as to how “steering consumption” might be able to succeed if motives other than rational motives were determining behaviour.  To focus on an argument, we narrowed the map down to the central claim
“ Sustainability policy that is focussed on steering the consumer via education and information is unlikely to succeed!”